1.
Brand/Product: Neutrogena/Acne Stress Control
Source: Self
Publication Date: May 2010
Category: Text-based
A text-based ad the product is main focus of the advertisement. Through the use of text the product is described and it main functions, benefits, characteristics are all explained. The main emphasis is on the text about the product. It makes promises about what the product can do. The use of product images are also common, but generally they are just enforce what the text is already explaining.
Specifically in this Neutrogena ad, the text is highlighting the new technology in their Acne Stress Control face wash. With or without the imagery in the ad, the message is clear that Neutrogena has created a product that is beneficial and revolutionary. In the text they highlight the fact that your skin will be stress-free. The advertisers here are assuming that their target market is most likely a person leading a hectic life, full of stress and they are promising that their new MICROCLEAR technology can alleviate some of that stress. They also discuss use of cucumber and green tea extracts which can commonly be associated with high-end salons. Mentioning these two extracts signifies that not only is the product strong enough to "unclog even the most congested pores" but is also a high-end product. The text also says "Neutrogena. Recommended most be dermatologists." which is explaining that not only has this product received good results from a clinical study, but all of it products are good quality. The text is highlighting the good standing of the entire company. This ad is appealing to a rational consumer with it clinical study guarantee and the concept that it can do more than wash your face (remove stress from your life).
Refer to Page 175 in SCIA
A text-based ad the product is main focus of the advertisement. Through the use of text the product is described and it main functions, benefits, characteristics are all explained. The main emphasis is on the text about the product. It makes promises about what the product can do. The use of product images are also common, but generally they are just enforce what the text is already explaining.
Specifically in this Neutrogena ad, the text is highlighting the new technology in their Acne Stress Control face wash. With or without the imagery in the ad, the message is clear that Neutrogena has created a product that is beneficial and revolutionary. In the text they highlight the fact that your skin will be stress-free. The advertisers here are assuming that their target market is most likely a person leading a hectic life, full of stress and they are promising that their new MICROCLEAR technology can alleviate some of that stress. They also discuss use of cucumber and green tea extracts which can commonly be associated with high-end salons. Mentioning these two extracts signifies that not only is the product strong enough to "unclog even the most congested pores" but is also a high-end product. The text also says "Neutrogena. Recommended most be dermatologists." which is explaining that not only has this product received good results from a clinical study, but all of it products are good quality. The text is highlighting the good standing of the entire company. This ad is appealing to a rational consumer with it clinical study guarantee and the concept that it can do more than wash your face (remove stress from your life).
Refer to Page 175 in SCIA
2.
Brand/Product: Secret/Flawless Renewal
Source: Glamour
Publication Date: Nov. 2010
Category: Visual or verbal appeal to science
This type of product-information ad uses visual and verbal appeal to science in reference to deodorant. In this ad the concept of a thermal image is a sign. It signifies the strength and resourcefulness of science. There for the deodorant is signified to also have these qualities. Through the scientific concept Secret is also displaying that they understand a woman's body and therefore can create the product for them. The scientific thermal image strengthens Secret's claim you need "body heat triggered odor protection." Not only are they telling you that you need their product to prevent odor problems, but that their product has 2x more odor fighting ingredients. Also the combination of the thermal image with a girl in ball gown, says that you can still be a lady and use a product as tough as Secret.
Brand/Product: Xenadrine/ Xenadrine Ultra
Source: Ok!
Publication Date: Jan. 10, 2011
Category: Product Demonstration
This Xenadrine ad uses many advertising techniques but one of the most obvious is product demonstration. The product demonstration type ad uses visual representations of the advantages of the product. It's central idea is to display the advantages and utility of the product.
In this case Xeneadrine is a weight loss product. The lower right corner of the ad show Nicole Grenier before and after using Xendrine. The ad is trying to show that with help of this product you can be as successful as Nicole has been. She is even quoted saying how much weight she has lost and how she now feels beautiful.
Refer to page 175 in SCIA.
This Xenadrine ad uses many advertising techniques but one of the most obvious is product demonstration. The product demonstration type ad uses visual representations of the advantages of the product. It's central idea is to display the advantages and utility of the product.
In this case Xeneadrine is a weight loss product. The lower right corner of the ad show Nicole Grenier before and after using Xendrine. The ad is trying to show that with help of this product you can be as successful as Nicole has been. She is even quoted saying how much weight she has lost and how she now feels beautiful.
Refer to page 175 in SCIA.
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